THE INFLUENCE OF SOCIAL MEDIA ON UNDERSTANDING CUSTOMER NEEDS
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The influence of social media on understanding customer needs
This study explored the influence of social media on understanding customer needs, focusing on objectives to assess how social media analytics enhance customer insights, evaluate its impact on real-time feedback, and determine its role in improving customer engagement. A survey research design was utilized to capture comprehensive data from a large sample, ensuring robust findings. Using Taro Yamane’s formula, a sample size of 370 respondents was derived from the fashion industry in Lagos. The reliability coefficient score for the survey was 0.87, indicating high reliability. Findings indicated that social media significantly enhances understanding of customer needs through real-time analytics and feedback. Recommendations include leveraging social media platforms and analytics to gain deeper customer insights and improve engagement strategies.
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